“Curated Digital have been brilliant; they’ve truly understood our business and their technical knowledge, creativity, communicational and organisational skills have all been top notch.”
– Toby Dicker, Co-founder, The Chapel
Industry: Hair and beauty
Channels used: Organic search (SEO), content marketing, paid search (PPC), social media, digital PR
Goal: Lead generation, brand awareness
With salons in London Islington, Sevenoaks, Verbier, and a flagship salon in Tunbridge Wells, The Chapel offers a unique hairdressing experience, built around their signature R.E.S.T ethos — Relaxation, Education, Service, and Tailored treatments. You’ll receive dedicated one-to-one attention from a seasoned stylist, that rivals what you’d get from an exclusive spa or boutique hotel.
The Chapel’s main goal is to attract new customers who want to book an appointment. There are many factors that can work towards generating these types of leads: search visibility, and boosting brand awareness are two that we focused on. To boost SEO, we turned to content strategy, to produce genuinely useful content we knew the audience was searching for.
While researching and planning this section, called ‘Expert Advice’, we worked with The Chapel to re-design their website layout, giving UX input to ensure information was presented logically, and at correct navigational points of the website. Expert Advice would showcase the expertise of The Chapel’s talented team, build trust and authority, and boost visibility against themes and topics covered. Read more about our work on Expert Advice.
Another key way to bring in new audiences is through digital PR. As well as collaborating with bloggers, online magazines, and news outlets to gain exposure for The Chapel, we have worked on a number of creative campaigns that have been centered around particular messages, trends, or product launches. Through these campaigns, we have worked with The Chapel to produce multimedia content, such as images and video.
Last, but not least, we used paid search to target certain non-branded keywords, such as ‘hairdressers in Islington’, to help reach people who were closer to making the decision to book in with the Chapel. Between organic and paid, the whole user journey is covered.
Is lead generation something your business is struggling with? No matter what your product or service, there’s always a way to drive new leads online. Drop us a line and we’ll tell you more about it.